Visit Park City (VPC) has been working with Digital Edge for nine of the 12 years that our B2B agency has been creating meetings marketing solutions for the travel & tourism industry. Over the years, we’ve helped drive group business leads and bookings in the resort destination of Park City, Utah. Here’s a look at VPC’s most recent successes that Digital Edge has helped with.
VPC was seeking a meetings-focused agency to complement its leisure agency’s efforts with on-brand marketing and a campaign targeting the right planners for the mountain resort town’s product.
Park City is a marketing agency’s dream. Known by many as “America’s Favorite Mountain Town,” the destination has a welcoming atmosphere, beautiful Wasatch mountain range, convenient location (especially compared to other mountain towns), a mix of recognizable hotel and resort brands, award-winning dining, an Olympic legacy, and a team of warm and friendly destination experts.
When Digital Edge came along, the mountains and the magic were there, but meetings interest needed to stack up. We partnered with VPC to drive the sales team’s activities and create awareness outside of the state for the destination’s top-tier conference facilities and off-site meeting space focused on its shoulder season.
A lot has been done over our nearly-a-decade-long partnership. For our beloved legacy client, we continue to effectively target specific meeting segments during Park City’s need times; optimize and evolve creative and content; strategize to get more ROI from trade show investments; utilize our understanding of multiple media platforms to reach planners in the different buying cycles; and … we listen.
Park City’s overall meetings campaign engages organizations that plan smaller meetings, with focused market segments including corporate/incentive, corporate/medical and associations.
August 2020—June 2023 Media Metrics:
A campaign that creates interest from planners of domestic incentive groups and showcases Park City’s five-star resorts, luxury and wellness offerings, various activities and convenient location.
February 2021–June 2023 Media Metrics:
A campaign highlighting the benefits of meeting in Park City during the springtime shoulder season (mid-April through mid-June), targeting planners looking for a more affordable time to meet in the destination.
August 2022–June 2023 Media Metrics:
A sustainability campaign highlighting the importance of green meetings with a focus on venues and hotels with green initiatives, sustainable efforts and options, outdoors and sustainability activities, eco-friendly transportation, and corporate social responsibility (CSR) opportunities.
October 2022–June 2023 Media Metrics:
VPC’s partnership with Digital Edge to integrate resort-focused destination meetings marketing with a highly-targeted multitouch campaign strategy has driven measurable and trackable group business leads and interest in Park City.
A lot has been done over the last almost 10 years, but overall, Digital Edge has helped VPC:
23.28% ↑ compared to previous 3-year period
33% Average Open Rate & 6.77% Average Click Rate (above industry averages)
27M+ Total Impressions, 38K Total Clicks & 1.17% Average CTR (above industry average)